Football isn’t the first thing that comes to mind when you hear the name Giorgio Armani.
Armani is synonymous with timeless elegance, red-carpet glamour, and a design empire that reshaped men’s fashion. Over the past three decades, the Italian designer quietly wove himself into football’s fabric - not by lacing up boots or drawing up tactics, but by redefining what the game looks like off the pitch.
Armani’s most enduring connection to the sport has been through Italy’s national team. Since 2019, Emporio Armani has been the official formalwear provider for the Azzurri, supplying tailored suits and travel outfits for the men’s, women’s, and under-21 squads. The collaboration has been more than just a sponsorship - it’s been an expression of Italian identity, marrying the nation’s passion for football with its global reputation for style.
For Euro 2024, Armani unveiled a collection that blended modern tailoring with historical inspiration. The players wore navy jackets modelled on a 1928 design, paired with denim trousers and light-blue shirts, a nod to Italy’s footballing past. Subtle details - like “ITALIA” embroidered across the back - turned the formal look into a statement of national pride.
Armani’s influence has extended into club football as well. In 2007, Chelsea unveiled the Armani Lounge at Stamford Bridge, an exclusive hospitality suite furnished with Armani/Casa pieces that gave the directors’ box a sense of Milanese luxury. This project highlighted how football was becoming more than sport - it was lifestyle and entertainment, with Armani at the forefront of that shift.
More recently, Armani announced a landmark partnership with Juventus. For the 2025/26 season, the club will wear Armani-designed formal attire for travel and appearances across Serie A and European competitions. The wardrobe includes hybrid suits crafted from midnight-blue crêpe, water-repellent cashmere coats, and softer separates such as roll-necks and polos. For gala occasions, players will step out in tailored suits and jacquard-logo ties - demonstrating that professionalism and elegance can exist side by side.
While Armani’s Italian roots define much of his football story, his reach has gone beyond the peninsula. He twice designed suits for the England national team, reinforcing his reputation as the go-to designer for teams looking to make a stylish impression on the world stage.
And who could forget the 1996 FA Cup Final? Liverpool’s squad strode out at Wembley in cream-coloured Armani suits - a look that quickly became iconic. Though derided by some as too flamboyant after Liverpool lost to Manchester United, those “Spice Boys” suits remain one of the most talked-about fashion moments in football history. It was classic Armani: bold, modern, and impossible to ignore.
Armani’s designs haven’t only dressed teams - they’ve adorned some of the game’s most charismatic figures. José Mourinho famously wore an Armani overcoat during his Chelsea days, a piece that became so synonymous with his persona it eventually raised £22,000 at a charity auction. Later, during his time at Inter Milan, Mourinho celebrated the club’s 2010 treble in an Armani suit, cementing the bond between the designer and one of football’s greatest modern managers.
Armani’s work in football isn’t just about clothing - it’s about storytelling. By designing wardrobes for national teams, clubs, and individuals, he has shaped how football presents itself to the world. He has turned tunnel walks and post-match press conferences into extensions of the pitch, where image and identity carry as much weight as results.
In a sport where billions watch every detail, Armani understood early that style is part of the spectacle. His presence reminds us that football is not only a competition of skill, but also a stage where culture, fashion, and personality collide.
From Liverpool’s cream suits to Juventus’ midnight blue, from Mourinho’s coat to Italy’s Euro 2024 attire, Giorgio Armani has left a distinct and lasting imprint on the beautiful game. His legacy touches on a theme that we talk of frequently at Showboat HQ: that football is about more than what happens with the ball - it’s also about how the game looks, feels, and lives in memory.
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